There’s an ongoing debate among online marketers about which is better, paid or organic search? Most experienced marketing specialists agree that for a larger company it is wise to employ both tactics for best results. However, for small businesses with limited budgets it is often better to focus on organic search rather than spend money on PPC campaigns.
Organic search marketing is a strategy with a purpose to make a website appear as high up in search engine results as possible. Every site owner’s goal is to reach the position number one in search results, or at least the first page.
- Increase in Sales: According to Marketing Land and Google Webmaster Tools report, 71.33% of searches result in clicks on page one of Google organic search results, while only 5.59% of the clicks happen on page two or three. Since consumers are increasingly using computers and mobile devices to search for products they need and for online shopping, it is paramount to start ranking on page one in order to increase sales.
- Increased Conversion rate: Being organically ranked at top positions/pages triggers your websites conversion rate. This further translates into more sales, widens customer base & gives more exposure to your business in manifold ways.
- Heightened Element of Trust: It is usual consumer behavior that users associate increased trust to natural search results in contrast to sponsored links. There is an element of distrust attached to paid advertising. As a natural instinct paid ads focus more on “Buy me” and do not hold much credibility because todays user is aware of the “paid” aspect attached to them.
- Triggers ROI: Websites which have better click through rate generate more sales and eventually lead to a better Return on Investment (ROI). The cost & benefit analysis of any business is also reflective that organic search results are efficient in minimizing the cost & maximizing the return.
- Long term effect: The results are never short term with organic searches. When your PPC campaign ends or the budget runs out, your ad stops showing, however when you are ranked naturally, results are sustainable and long term.
- Brand Awareness: With more visibility comes more brand awareness. Organic search results create a positive brand affinity between you & your target customers. This helps them to not only know your brand better but develop fascination and trust towards you. Getting your brand familiar within your niche helps them in the buying process.
How to Determine Where You Rank
Determining a website’s position in search engine page results (SERP) for a certain keyword is easy. It is important to use an incognito mode page to check rankings, because search engines remember our search history, things we clicked on and keywords we often use, so if we check rankings in our regular search mode, the rankings will be affected by our previous searches and will not be objective. By typing in a certain keyword in incognito mode for which we want to check a website’s ranking, we’ll get a pretty accurate picture about the site’s position in organic search. Note that there is no universal ranking spot. It changes depending on the words that we type in.
Keywords: Corner Stone of Organic Search Results
Organic search marketing relies on keywords-based marketing strategies. To start a campaign for boosting a website’s rank, it is necessary to do an in-depth keyword research, find out the extent of the competition in the niche, which keywords are difficult to rank for and for which keywords there is low competition. The goal is to start ranking for as many relevant keywords as possible.
The process is long and requires a lot of skill, effort and patience. In the end, it is impossible to rank in the first position for all terms. For example, Amazon.com is number one for the keywords “online bookstore”, which is not surprising. However, it is number four (at the time of this research) for the term “online books”. Similarly, the best known company that produces PDF software is Adobe, but they don’t occupy the first position in Google for all PDF related terms. They are number one for “PDF,” but not for “PDF editing” or for “PDF conversion”. Still, if a site manages to rank on page one for the most relevant search terms that is a huge success.
Things That Can Help You Rank Better in Google and Other Search Engines
Though nothing can guarantee rising to the top of Google and other search engine pages, there are things that can significantly help. Two things that many marketers today focus on to help them rank better are excellent content and good strategy for acquiring inbound links.
Excellent content means that the information on a website is of high quality, authoritative, with well-researched articles and engaging, visually stimulating information. Creative videos, entertaining presentations and interesting case studies are only a few examples of content that can attract organic links.
Google is continually changing its algorithms to accurately present search results, and we’ll probably see some interesting innovations in organic search results in the near future. Whatever new updates the search engines bring us, we can count on keywords to remain the basis of organic search.